Influencers are people who can impact the choices of decision-makers or end users through their recommendations, opinions, or expertise. While they may not have purchasing authority, their endorsement can sway the decision-making process.
Influencers take on different roles in B2B and B2C companies.
B2B Example:
A lead software developer might recommend a specific project management tool to the Chief Technology Officer (CTO), significantly influencing the purchase decision.
B2C Example:
A parenting blogger might recommend a specific parenting app when creating content for their audience.
Related Terms:
Decision-Makers, End User, Customer Discovery, B2B, B2C